The Macallan Reaches Gents at Harrods

The Macallan Reaches Gents at Harrods

The Macallan single malt whisky, distributed by Maxxium UK, has reported strong consumer engagement and sampling figures after the launch of The Macallan Lifestyle Lounge experience in the windows of Harrods.

The luxury whisky brand took over windows five and six on Brompton Road from 2nd – 10th July and created a gentleman’s lounge in the window display of the world’s most famous luxury department store. The sampling activity kicked off with an exclusive event showcasing some essential skills every gentleman should master led by Maxxium’s Mixxit team; including a master class by Wayne Collins in the art of creating a classic whisky cocktail, The Macallan Old Fashioned, and a tutored session from David Miles on how to expertly nose and taste a whisky.

The space was created to celebrate the award winning The Macallan 1824 Series, with over 1,000 consumers sampling the Series’ four expressions; Gold, Amber, Sienna and Ruby over the course of nine days. Consumers explored the whiskies via style pillars, each perfectly designed to represent the four single malts through the world of fashion, grooming and lifestyle. To complete the experience The Refinery, London’s luxury Grooming Emporium for men, was on hand to offer complimentary treatments such as wet shaves, hairstyling and massages.

Peter Sandstrom, Marketing Director at Maxxium UK, commented: “We wanted to create an experience for consumers to engage with The Macallan in a very different environment and one that reflected the brand’s luxury credentials. With Harrods as the perfect host, The Macallan Lifestyle Lounge achieved great stand out, intrigue and interaction with consumers passing through. With a high trial to conversion rate it’s important we allow people to taste The Macallan for themselves. Sampling is therefore a key part of The Macallan’s investment plan, which will allow us to grow the brand’s popularity and introduce new consumers to whisky. Venturing into the world of men’s lifestyle through The Macallan Lifestyle Lounge provided us with an excellent platform to do just that.”